Topic: Multicultural Diversity in Tourism

Managing Culturally Diverse Customers in Minalungao National Park at General Tinio,

Nueva Ecija: A Case Study

Introduction

Cultural Diversity tells us that our society is made up of different groups of people with different
interests, skills, talents, and needs. It does not necessarily mean that it refers to foreign culture
alone apart from the local but also the diverse culture that we have. The culture of the
Philippines is very diverse due to the fact that we are a combination of different nations within a
country. History has reflected how the Philippine culture became complex such as invasion,
customs and traditions, trade, influence, and many others. Cultural diversity also means that we
recognize the different religious beliefs and sexual orientation of people in society.

In essence, the modern tourism and hospitality environment in the Philippines is now
experiencing an increase in modernization and internationalization. People travel from one
place to another or from country to country. This leads to their exposure to different cultures,
societies, social interactions, and cultural exchanges. With this, we are now growing into a
multicultural environment that resulted from similarities and dissimilarities in worker behavior
across borders.

As a result, there is a strong need among those workers in the hospitality and tourism industry
to be aware of these differences and be able to adapt to one's culture. This is also to effectively
manage cultural diversity in the workplace. With this, there is a need to address and manage
the continuous growth and influx of tourists, both local and foreign, with respect to multicultural
diversity.

Objective of the Study

This is a qualitative case study of Minalungao National Park at General Tinio, Nueva Ecija as to
how the employees manage culturally diverse customers. It answers the following questions: (1)
How do the participants manage or address the needs of culturally diverse customers?; (2)
What are the issues usually encountered in dealing with culturally diverse customers?; (3) As
one of the National Parks in the province, what should the local government implement to the
employees working in the area to help them manage culturally diverse customers?

Methodology

The researcher will be using a qualitative method of study and focus on qualitative data through
interviews, observation, and analysis. A qualitative study or research helps in exploring and
providing a deeper insight into real-world problems. The researcher will be able to gather
participants’ experiences, perceptions, and behavior which will help answer the questions
mentioned in the objective of this study.
References:

Managing Culturally Diverse Customers in Hotels at Subic Bay Freeport Zone: A Case Study
(2018). ResearchGate Retrieved July 20, 2022, from
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CUSTOMERS_IN_HOTELS_AT_SUBIC_BAY_FREEPORT_ZONE_A_CASE_STUDY

Philippine Culture (2022). Pinoy Culture Retrieved July 20, 2022, from
https://dameandedimarmockingjay.wordpress.com/#:~:text=The%20culture%20of%20the
%20Philippines,Pre%2DHispanic%20indigenous%20Austronesian%20civilizations

What is Cultural Diversity? (2022). Retrieved July 20, 2022, from https://young.scot/get-
informed/national/what-is-cultural-diversity

Qualitative Study (2021). National Library of Medicine Retrieved July 20, 2022, from
https://www.ncbi.nlm.nih.gov/books/NBK470395/